By: Shane Pacheco & Molly Farrell
Periscope is an app that lets you live stream and broadcast appropriate videos to your followers and even people from around the world who would like to watch your broadcast for fun. The app which launched in March 2015 has about ten million total users and shows over forty years’ worth of video every single day, which roughly translates to 350,000 hours of content daily. When you are viewing a broadcast, you are able to “like,” “replay,” and provide “feedback” whenever you would like. When using Periscope, you do not necessarily have a continuous feed that you are able to go back and look at daily; instead, the broadcast you have shared is posted on the app for only 24 hours before it is taken down. Even though the broadcast is only up for 24 hours, anybody who would like to go back and view or replay it has the chance to before it is completely taken down. On the bright side, you are able to save the video you made yourself and therefore you are able to upload said video to a different social media platform. Since the app is owned by Twitter, brands are encouraged to promote their Periscope videos with paid tweets so that they are able to sell both the brand itself, and Periscope/Twitter as well.
Periscope is all about positivity and engagement. They want people to be happy and really share positive thoughts that are on their mind and positive happenings in their lives. To do this, Periscope creators came up with the idea of a “heart” button, which is the equivalent to a like button on other social media sites. Each time a viewer clicks the heart button, they are cheering the broadcaster on and telling them they would like them to keep going with their broadcast, which again shows the idea of positivity on the site. Also, while the broadcaster is creating their broadcast, viewers are able to share the broadcast to their friends if they are really interested in it. Another concept from the app is the concept of providing feedback. Viewers are able to connect with the broadcaster instantly, which then allows the broadcaster to engage with the viewer, which is the ultimate goal, especially if marketing from a business.
You are able to broadcast any type of video you want, and because there is such a variety of broadcasts, here are ten different groups that you may be a part of when it comes to broadcasting. 1) A journalist, including official news outlets. 2) The Citizen journalist, who are people who are not part of official news outlets that show breaking news as it is actually happening. 3) The pervert, who is on every single platform. 4) That guy staring into his fridge, who is the person trying to decide what to eat. 5) The Reviewer, who is the person that is reviewing a product live while answering questions from their viewers. 6) The AMAer, who answers questions on products they are already experts about. 7) The petrolhead, who broadcasts videos while driving around. 8) The cute pet, who just broadcasts about their own pets. 9) The drunk, which is pretty self-explanatory. Lastly 10) The copyright infringer, who broadcasts shows, concerts and so on that they should not be doing. Which one are you?
The users of the app are mainly men, while only 29% of Periscope users are women. One reason for this may be because, when using Periscope, you are able to see the location of the broadcaster, and that might make some potential female users uncomfortable. However, there are different business opportunities that come from the app itself, and not many companies are taking advantage of them right now. One advantage is that viewers are able to see the “real you.” What this means is that you are gaining more of a trust from your viewer base and hopefully gaining loyal customers from it as well. Also, since using the app is a form of real live engagement, companies have unlimited business opportunities and are able to showcase their ideas that much better. You are able to answer viewers’ questions right away and are able to also respond to their comments and concerns right away as well, which is a positive and negative idea. Positively, you are able to personally show your concern about how the customer views your product; but on the contrary, since it is real time, it may be harder to come up with a response that is thoughtful and shows your company in a positive light. Companies are also able to reach a whole new follower base, meaning that not everybody on Periscope has all of the original types of social media and may actually only use Periscope as their social media network. Companies are then able to market the brand differently to this follower base, compared to how they may market the brand on Facebook or Instagram.
Titles of your broadcast, like most articles and blogs, are one of the most overlooked items there are. When coming up with a title for your blog you have to be able to think of one that is going to catch the eye of the people you want to view the broadcast. You want to think of something catchy, but informative as well. When using the app, viewers are able to tap the screen during the broadcast, indicating that they like what you are actually talking about. The end result of tapping the screen is that the broadcaster receives a heart. When they receive a heart the broadcaster then becomes more popular and is able to receive more benefits and acknowledgements. So go out and make sure your titles stand out from those of other broadcasters and try to entice viewers to watching your broadcasts.
When using the actual app itself, you will notice the four different tabs at the bottom of the screen. The first is the tab that looks like a TV. What this does is show you the list of people you are following who have a live broadcast happening at that moment. It also shows you if anyone you follow has broadcasted within that 24 hour time frame. The next tab is one that looks like a globe and shows you people who are broadcasting all over the world at that exact moment. When in this tab, you can see two words at the top: map and list. When you are in the map section you can pick the specific area you would like to see the content originate from, rather than seeing a listing of all of the broadcasts being played at the moment. The next tab looks like a camera and that is where you are able to start your own broadcast. The fourth and final tab looks like three people, which is where you are able to search for people you would like to follow and also where you are able to see people who are trending on the site. In this tab at the top right corner you are able to see your own profile, which shows who you follow, the people who follow you, your broadcasts, and so on.
Each company may use Periscope in a different way. Some may use it to make a community, so that the people are viewing their broadcast are people that are loyal to their product and company. Depending on what the company may be promoting, the companies may want to make ‘how to’ videos so they are able to show how to use their product, rather than just reading how to use it. Some are using it as a podcast to create relationships with their audience by then asking them to send their email addresses so they can send them future information. They are able to stream live from special events to make the customer feel special by making them feel as though they are there as well. Also, companies can use Periscope to show new products coming out by giving the viewers a sneak peek and how to as well.
Periscope has created a new way for customers and businesses to interact. Businesses are able to live stream their own issues and ideas with their customers. For example, Coach is using the app to live stream fashion shows, the Yankees are using it to livestream their batting practices, while Taco Bell used it to create a mock preference to show their breakfast menu, and Nestle is using it to create scenes that look like summer to get people to buy their drumstick ice cream cones. Periscope is becoming a great marketing technique because you are able to broadcast completely live and you are able to show the viewers how real the company is and how you really do care about not just their business, but themselves as well.